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D E S I G NC O N C E

P T S

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DESIGN CONCEPT DEFINITION

Creative reasoning underlying a designapplication

The guiding idea that determines how youdesign

The primary broad abstract idea

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DESIGN CONCEPTS

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DESIGN CONCEPTS

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Formally the identity is based on phyllotaxis, a formfound everywhere from Seashells to Greek architecture,from pineapples to the Sydney opera house, horns of

Gazelles to the optimum curve a highway turns. It playsa role in biology, zoology, botany, medicine, physics,geometry and math.

Its in the golden ratio and golden curve. Looking at theworld through this scientific lens of the phyllotaxis, wedeveloped an identity like a chameleon, it alwaystakes on the form of the medium it is put on. On thebusiness cards it shows a version of the portrait of thebearer, the letterhead iridescently reflects the room,etc.

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